The Sterling Agency

They created rock and roll.. They invented technology… They head up corporations… They govern countries… They own half of everything… They spend more than anyone… They have all the money.

Yet a mere 5% of all ad spend is specifically directed at the over 50’s.

STERLING IS MARKETING FOR GROWN UPS

We specialise in the BOOM BABIES - Baby Boomers tend to think of themselves as a special generation, very different from those that came before or even those that follow them.
They are the wealthiest, most active, and most ambitious generation so far. They genuinely believe they can make a difference. Do you know how to talk to them? Are they listening to you?

Oh you pretty things

'Ello John - got a new motor

ARE THEY LISTENING TO YOU?

Over 50s will soon account for almost 50% of the population and half of all consumer expenditure. They hold 80% of all personal wealth and control 70% of all disposable income. Yet a mere 5% of all ad spend is directed at the over 50’s. 89% of them believe that brands aren't interested in them. The original ME generation are associated with a rejection or redefinition of traditional values. Uniquely individual with a strong sense of identity and self they are not as peer-dependant as the following X, Y and millennials. Why should they listen to you? Do you know how to get them on your side?

Contact

Address We are based in Camden Town, London NW1

Phone +44 (0)207 284 2844

Email boom@sterling.agency

Top Tips when marketing to Baby Boomers

1 of 10 - ‘Why’ vs. ‘Wow.’There’s a trend today towards messages purely intended to emote and empathise rather than engage and explain. Boomers want a bloody good reason to get the plastic out. And empathy isn’t one of them.

2 of 10 - Tell them a story.They want a narrative that pulls them in and allows them to relate. A brief reference to something they’ve never heard of is going straight over their heads.

3 of 10 - Don't paint them grey. Never. Ever. Ever slap a picture of a person with grey hair on an ad to make it ‘diverse’ They don’t care about the age of the people they see – they don’t even recognise their own age in a mirror, so don’t try and get them to identify with grey hair.

4 of 10 - Keep them loyal.They’re incredibly loyal. In fact, they’re still loyal to things that aren’t even around anymore. And they’re loyal to brands. Once they find something that works, they don’t experiment, they stick with it.

For the full presentation of our top ten tips for marketing to BOOMERS, drop us a line, put the coffee on and we'll pop round for half an hour.